cree

smartcast

How do you visualize the invisible? We took on this challenge with our partners at Baldwin& for technology company Cree, whose products are woven throughout people’s everyday lives - in electric vehicles, planes, cell towers, and in factory machinery. Our creative directors Harry Dorrington, Matt Greenwood, and Stefan Woronko defined distinct visual styles within four campaigns: Invisible Revolution, Smartcast, Timeline, and Unexpected Places, each animating these often microscopic elements with energy while educating viewers about the brand’s impact.